Green marketing Dr Xavier Font Leeds Beckett University
Missed business opportunity
• Use it to make small 1. Altruistic reasons incremental changes in 2. Better product reasons your occupancy by 3. Expect it already providing seasonal, happens interesting offers 4. Don’t want to know, but don’t mind if you do it 5. Will avoid your product 2:40
VisitEngland data on English consumers says: • 58% would want to stay in accommodation with green awards/environmentally friendly practices • 51% say that if two hotels were the same, they would choose the one with a green award • 46% don’t want to think about being green - they want to relax • 33% believe sustainability claims are often ways to save money and/or reduce service • 15% think a hotel run sustainably will be less comfortable than one without green credentials.
Fears? • Greenwashing • Sounding worthy • Nobody cares
I’d like to visit an unspoilt paradise, stay in eco-friendly accommodation and contribute to the well-being of the local people. I want to bag a cheap flight to Marrakech, be wowed by the flat screen TV in my hotel suite, be pampered in a double jacuzzi bath, and steal a few bargains at the bazaar.
Follow the frog • http://www.youtube.com/watch?v=3iIkOi3srLo
Staycation: rediscovery of your home city “Communications around the ideas The vast majority of rediscovery and enjoyment are of staycaytioners well- placed to make this happen.” finding their VisitEngland holidays engaging, involving and more emotionally profound than holidays abroad (VisitEngland data)
Changing demographics “2 in 3 people looking for access information say • Ageing they are much less likely to visit a destination if • Accessible they can’t find the • Non-standard information they need… 3 in 4 say they would be families ‘a lot more likely to choose the destination • Foreign born offering the best information.’” VisitEngland, Winning More Visitors
Wanderlust survey How far would you fly for a weekend break? • 15% 0 hours • “If I’ve only got a few days I don’t want to be jet- lagged” • 47% 1-3 hours • 27% 3-5 hours • “I know flying five hours for a short • 11% >6 hours break isn’t the most environmentally friendly thing to do. However, those extra couple of hours could be the difference between going to an ‘obvious’ short break destination and somewhere altogether more interesting”
Standardised, homogeneous Easy to find and book Convenient Risk adverse Loss of identity Cities at most danger
Task 1. Segment your database What do you want them to do How do you use your sustainability efforts Group A. More than once a year Group B. Once a year. Check for patterns Group C. One booking only Group D. Enquired, never booked
• Be clear what 1. To make customers feel response or good change that you 2. To raise awareness and are hoping for change behaviour from your customers 3. To offer something extra 4. To get more customers 3:00
1. To make customers feel good • Show them how they are “doing their bit” - by you doing it for them • Customers feel good (or less guilty) facing easy choices. Charitable donations, public transport or recycling information… none of these get in the way of what the customer came for. • Tell about your local suppliers, origin of produce…
Tell us about your suppliers! • A map of where your different suppliers are might tell the story that they are local- good. • Photos will show a human side to who they are- better. • Explaining how they take good care of the produce they sell to you will show that you also care about what you share with your customers- best.
Hastings Europa-Belfast also does this well
2. To raise awareness and change behaviour • Be specific. Vague messages frustrate • Show the difference you make • Give something in return
Why charitable donations • Bedruthan Steps Hotel • £5 opt-out donation per (Cornwall) explains to booking: customers at the point of – Option 1: co2balance booking that they – Option 2: Surfers Against Sewage encourage guest – Option 3: St Mawgan in donations to responsible Pydar Community Fund causes (while highlighting that the hotel also does their bit).
Effectiveness • Humorous timely communication improves action at Innovat Hotels
3. To offer something extra • Design sustainable packages for your low occupancy or usage periods, or think of services that can generate more money in high season.
Localised experiences in a globalised world • Food and drink • Quality and premium associations. • Reasons for buying: – freshness, taste and quality of the produce; – support for local producers, retailers & community; – perceived sustainability benefits; – and known provenance of the produce (DEFRA, 2008)
4. To get more customers • Increased occupancy or • cafes giving a discount higher prices? (and others putting 10p in a charity pot) for regulars • We all like a bargain… that bring their own commuter mug - saving on disposable cups while gaining a loyal customer.
To increase occupancy • • James Hiley-Jones. At Carey’s 10-15% of our leisure weekend Manor and Senspa in Hampshire customers and 30 to 40% of our mid car-free visits get: week conference market now arrive car free. – 10% off standard tariff rate • We’ve realised how corporate social – 2 for 1 tickets at Beaulieu responsibility has become a much – free steam train ride at Exbury bigger issue and we now provide a Gardens green travel plan for conference – 10% off cycle hire at Cycle organisers. Experience in Brockenhurst.
Task 2. Set your target What you want What do you plan to do (Product or Communication) To make customers feel good To raise awareness and change behaviour To offer something extra To get more customers
Coffee break (10 minutes)
• Be clear about the 1. Fun impression you 2. Cultural immersion want to create – 3. Better service • with your 4. Trust/risk/Empathy sustainability policy, photos, 5. Status text... 3:45
1. Fun/participation • Wheelbarrow picnic • What can I do? • Pick your own lunch • People want the option • Learn to do of being active something • People choose a hotel • Children’s quiz based on what they • Town trail can do nearby (or in • Books for walks the hotel) • Bike hire
The Twiggles say: be green • BeWILDerwood is a family adventure park in Norfolk. • 70 local jobs, 87% waste recycled from 160,000 annual visitors, planted >14,000 trees. • Bright colours and child friendly signage make recycling, non smoking, and caring for your environment fun. • There’s none of the goodie - goodie speak here, it’s about enjoying a day out
Things to do for children
Temping without words
2. Cultural immersion • Get to know the real, authentic side of your destination • Reinforce the image of the person I want to be – Adventurous, independent, learned, inquisitive, understanding of other cultures… “We invite locals to dance in our hotel - but this is not a tacky show for tourists”
3. Better service Make me feel special! • We buy local whenever • Putting the client at possible the centre of the experience works for • Food: what will sell all messages more? – Roof insulation – Sustainable, low – Solar panels carbon footprint, ecological – Kitchen waste – Fresh, unadulterated, honest
Why don’t you go by bike?
Create experiences • Children workshops based on recycling (converting cardboard boxes into masks, turning bed linen into dressing up outfits, • Adult cooking classes from traditional local products
Possibly one of the best experiences of your life
4. Trust/risk • We are here for you • You have done the searching for the • We are a serious business customer, and picked the • Peace of mind best • You are not wasting your • “We hire bikes - and also money and holiday time tell you about cycling etiquette and how to be safe”
4. Empathy • We are people like you • “we would like to share the beauty of our • We think alike island/city with you in the • We have the same values knowledge you’ll want to • That’s why you’ll enjoy keep it that way” your holiday here • “we welcome travellers, not tourists” • “by skiers for skiers”
Primrose Valley (Cornwall, England) communicates their values differently “We tried to pretend, but it just didn't work. We pretended that all the water, energy and fuel we use replenishes itself by magic. We also tried pretending that all the carbon we kick out rises skywards then miraculously turns into refreshing, life-giving showers. Obviously we were wrong, so now we don't pretend any more ...”
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